Taco Bell: No more 'Think Outside the Bun.' Now, it's 'Live Mas'

By Tiffany Hsu

Feb. 24, 2012 9 AM PT

Coming off a rough year, Taco Bell is approaching its 50^th birthday hoping to think less and live more, ditching its old “Think Outside the Bun” motto for a new slogan: Live Más.

The Irvine chain plans to make a big show out of the switch, going public with the Live Más tag line with a television ad airing during NBA All-Star events this weekend. In the spot, a man comes home late from what was clearly an epic night that included a concert, a photo booth, some gambling and a run-in with some Taco Bell hot sauce.

Two other ads will begin airing soon after.

Más is Spanish for “more” – emphasizing food as experience instead of food as fuel, according to Taco Bell’s brand consultants.

The Mexican-style restaurant company’s revamp is part of an ongoing effort to recapture consumers after a particularly dismal year.

A (quickly dropped) lawsuit over the content of the chain’s seasoned beef filling turned many diners off Taco Bell, causing sales to slide. Then, earlier this month, the company was linked to a multi-state salmonella outbreak from the fall.

To recover, Taco Bell has launched a string of new initiatives. This year, the Yum Brands Inc. subsidiary launched a new “First Meal” breakfast lineup and also began testing a more health-conscious “Cantina Bell” menu, which could position the chain as a stronger competitor to fast-casual Mexican chains such as Chipotle.

In early March, Taco Bell will start selling its Doritos Locos Tacos – made with the popular snack chips.

The makeover tactic has been heavily employed by other fast food chains recently. This summer, Burger King dethroned its eccentric King mascot and replaced him with luscious images of fresh produce and sizzling meat. McDonald’s Ronald McDonald clown has been absent for a while as the chain brings its farm and ranch suppliers to the fore.